WhatsApp Launches ‘It’s Between You’ Campaign in India Emphasizing Privacy

    By Asia Ad Junkie - Jul 6, 2020
    WhatsApp Launches ‘It’s Between You’ Campaign in India Emphasizing Privacy

    WhatsApp has launched a brand campaign in India called ‘It’s Between You’. Rather timely, considering last week’s decision by the Indian government to ban dozens of Chinese apps, including messaging apps.

    The campaign, created by BBDO India, “narrates real stories” about how Indians communicate daily on WhatsApp with their closest relationships, highlighting WhatsApp’s commitment to privacy which it says “is not just a feature but a feeling.” The campaign films directed by celebrated Indian Bollywood director, Gauri Shinde.

    “WhatsApp was looking for a campaign that would talk to its 2 billion users globally,” said Josy Paul, CCO and Chairman, BBDO India.

    “The task was like branding oxygen. It’s already there, we just had to give it greater meaning. The idea had to be truly global and yet connect locally. How do we define a place in people’s hearts for WhatsApp to live – the basis of an emotional connection that is ownable and sustaining. We began with the product. WhatsApp’s privacy can be quite liberating. It leads to greater intimacy and real human connections. The brand idea ‘It’s between you’ is a simple capture of that feeling. It’s what led us to real human stories where intimacy liberates you in so many ways. It was like drafting the constitution of a great nation called intimacy in just three words ‘It’s between you’.”

    “Firstly, I completely loved the idea of ‘It’s between you’ for WhatsApp, because it’s such a personal brand for all of us and we all use it in our own way,” said Gauri Shinde about her unique experience of directing these films remotely. “Secondly, the two stories just touched my heart. And finally, the new experience of remote shooting has been challenging and exciting in equal parts. From how to bring together the cast and crew that were right for the part and happened to be living together, and directing over a WhatsApp video call, to doing all the post-production work without being physically present, it’s been really rewarding and we are really proud of what we have created.”

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